Free Sales Improvement Guide for Companies that Sell Technical Products or Services

I have just relased my new 20-page sales improvement guide - for CEO's, HR Managers and Sales Managers.

Download The Assassin Analogy - the truth about why technical staff don't like to sell.

Others have said:

"The Assassin Analogy tackles the biggest challenge of consulting and technical professionals: why they see selling as a bad. In his usual practical and no-nonsense style, Stuart demonstrates why he is one of the leading global authorities on services marketing. This is a must read."

Edwin Trevor-Roberts, CEO, Trevor-Roberts Associates


"Stuart, I recently read your report ‘The Assassin Analogy’ and I must say, it felt like you had written it just for us! You have identified all the elements we struggle with as a service company when trying to encourage our technical staff to use their knowledge and ability to promote sales. But you’ve not left us with the problems, you’ve identified what we can do to overcome their inherent resistance to sales and having a clearly defined structure is very helpful.

This is essential reading for any service company looking to improve their sales ability and it provides great information for anyone attending a sales training program utilising the S.O.X. Methodology."

Steve Russell, Group Human Resources Manager, Siltech Pty Ltd

3 Steps to Sell More.

I'm going to let you in on a secret.

It's an important part of my Selling With Confidence workshop.

If you don't really want to be a salesperson, but have to sell anyway, you are not alone. Most business owners, professionals, technical staff and service providers dind't choose to have a
career in sales. But they still need to sell to get more clients and increase revenue.

Here's the good news...

If you're trying to win more business from your sales discussions there is a three-step strategy to help you zero-in on exactly what your client wants.

And if you do this properly your client will quickly trust you and clearly understand how you will be able to help them.

They will see the 'value' you are offering and be eager to be your client.

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Most sales people waste their customer's time by:

- Not listening
- Talking too much
- Not really understanding what the customer wants
- Sprouting off about their services or products

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A January 09 survey of 230 buyers of professional services found the top way professionals sabotage their own sales conversations is by 'not listening'.

'Talking too much' was also one of the most highly rated problems.

You can do better than that.

Next time you have a potential client in front of you try the following process.

Note - this process will build trust and enable you to learn what your prospect really wants. It will lead to you being able to present a strong case for your product or service that is closely tied to what your client is looking to achieve.

It will prevent you from talking too much.

It will help you win more business.

Ask questions using my S.O.X. (TM) methodology:

S = Situation questions
O = Opportunity questions
X = aXtion questions

Ask 'Situation' questions to discover the facts behind the prospects current situation. What is driving their decision now? What do they know about your services/products?

Ask 'Opportunity' questions to identify the scope of their needs. Sure, they may have a problem, but is it big enough for them to want you to fix it? Will they spend the money? What is their opportunity? What is in it for them?

Ask 'aXtion' questions to gain approval to move into the presentation phase. Your presentation may happen immediately after asking your S.O.X. (TM) questions, or maybe you have to meet with other decision makers on another day to present your solution.

Importantly, your presentation will emphasise the key points you discovered from the Situation and Opportunity questions. You will be able to specifically show a strong connection between what they want, and what you are offering.

This is a simple yet highly effective strategy.

However it is critically important you develop your own set of questions that demonstrate your expertise, and that are suitable for your services, and your type of client.

Then you can use those questions to guide the sales conversation, build trust, and gain commitment from your prospect.


Related link:
Consultative Sales Training

Public Performance, Private Joy

Take 4 minutes and watch this video of a well planned, but unexpected performance at Antwerp station. Uplifting!

Are You Fooling Yourself

It's hard work being consistent.

And sometimes it can be boring.

When we start something new - whether it be a new exercise regime or reading the first chapter of a best-selling novel - we get caught up in the excitement. We might even experience an adrenalin rush. It feels good.

But it doesn't stay that way. At least in most cases anyway.

What happens?

We get used to it.

Doing the same thing. Over. And over again.

This reminds me of a quote attributed to the ancient Greek philosopher Aesop - 'Familiarity breeds contempt'.

In other words we get used to it and start to forget why it is important for us. We overlook the purpose of what we are doing. We lose sight of our initial objective because we get bored or lazy.

It is the same with doing your marketing. It is easy to get excited by the latest fad, marketing technique, or piece of advice. But the excitement doesn't last. You get lazy.

You find yourself committed to too many things. Most of which are only half done. Then you let things slip by.

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* Skipping the personal networking events.
* Overlooking the regular newsletter article, or blog post.
* Not sending 'thank you' messages.
* Updating the website only 'when I have time'.

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Sidebar: Many successful business owners pretty much know what
they should be doing. Their challenge is often having the
discipline or structure to implement what they know. This is
where a coaching or marketin mentor program can be invaluable.

For any business, one of the secrets to marketing success is to be consistent.

Of course you need to be doing the right things in the first place. And then ensure you are consistent in your implementation.

That is why - when planning your marketing - you must make choices you can consistently deliver.

An example. For many service-based businesses presenting an informative seminar can be a fantastic way to build credibility and attract clients. As you would expect, presenting seminars on a consistent basis will have even greater impact.

But if you know you don't have the skills, or the enthusiasm, to deliver informative seminars don't make the mistake of including that tactic in your marketing schedule.

Don't fool yourself.

Because if you can't commit to being consistent it is rarely a good idea to do it at all.

Please don't misunderstand me here. I'm not suggesting you should simply ignore every marketing tactic you don't like. (In some cases that wouldn't leave much on the to-do list!)

If presenting seminars was important for growing your business I would recommend you learn effective presentation skills as your first option.

In summary, identify and explore the value of relevant marketing options. Then consistently implement your chosen strategy.

Related link:
Get help to implement effective marketing with Stuarts Marketing Mentor Program

How To Successfully Use Your Digital Footprint.

Remember when you walked on the beach? You could see a trail left by those who had been there before you. Their footprints went this way and that. Some seemed to disappear into thin air. Whilst others were firm and clear in the sand.

You left your footprints on the sand too.

And others could choose to follow you, or not.

Now, in the online marketing world you also need a footprint.

It's called your 'digital footprint'.

And it's very important.

In fact, the topic of creating a digital footprint was discussed at the recent workshops I have given about using social media.

You see, when people 'see' you online, they usually only get a glimpse of you. Maybe they read an article written by you. Or maybe they see one of your blog posts. Or maybe they read comments on your wall at Facebook.

But that's not enough. They will want more... because they only have part of the puzzle.

They need to be able to follow your digital footprint to get the complete picture.

OK, so what is your digital footprint?

My definition of a 'digital footprint' is:
The combination of online information, links and interaction that will lead a prospect to your main marketing message.

Your digital footprint can include your website, blog, social network participation, PDF documents, audio recordings, online presentations, micro-blogging (such as Twitter), photo sharing, video publication and more.

Example #1

Let's look at a simple example. You publish a blog. And you have readers who receive updates when you publish each post. When your readers visit your blog and read your post, what do they do if they want to know more about you? Or if they want to find out details of your services?

In most cases they will visit your website. There will be a link on your blog to your website. That's pretty much standard practice now.

Example #2

Let's look at a more complex example. An example that reaches even more prospects. You publish your blog. But you also use Twitter and you also have a profile on a social networking website called LinkedIn.

Now when you publish your blog post you also send a Tweet mentioning the new post, with a short URL link to your blog. At the same time you are also participating in an online discussion at LinkedIn about a topic you are knowledgeable on.

Someone reading your comments at LinkedIn likes what they see. So they 'follow' you on Twitter - to see what else you might have to say or recommend. They are interested in your 'tweet' about your blog post and visit your blog. They like what they find there and
decide to visit your website for even more details on what you can offer.

See what happened?

Your expanded digital footprint in the second example (website, blog, Twitter, LinkedIn) encouraged your prospect to learn more about you at each step they took.

They followed your footprint.

It was easy for them to find out more about you.

And it was very easy for you to tell them more about you. In fact, you didn't push any information at all. They took it from you.

And the best thing is... by the time your prospect reaches your main marketing message (usually on your website) they have really gained a much stronger image of who you are and how you can help them.

Your digital footprint has done it's job of leading prospects to you.

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Need help to create your digital footprint - or help to get your marketing on track for success? Check out my Marketing Mentor Program.

Are You Any Different?

Do you claim any of these:

- We offer the best customer service.
- We really care for our customers.
- Established for 25 years.
- We guarantee the lowest prices.

I hope you don't.

You see, too many small businesses try making big claims about the same stuff everyone else is saying.

So what?

To make an impact on your potential clients you need to connect with their problems. Then show you have clear options to help them.

Making big generalised claims may sound impressive. But nobody really believes it.

How can you identify the problems or pain your prospects are feeling?

Try thinking through these scenarios and how your prospects may be feeling.

(Note: These steps are a small part of a detailed process covered in the Marketing Mentor Program.)

1. Your prospect has come to a crossroad. They have reached a defining moment when they need to make a decision. What would that moment be for your clients - for your business?

2. Your prospect is feeling, or wants to feel, some emotion. What will your prospect feel as a result of using your products or services? Communicate in their language from their perspective - not yours.

3. Your prospect is ready to choose a service or provider. They are wondering if they can trust you. Will you really deliver what they want or expect? Identify the risks they may perceive and
explain how you will avoid that happening to them.

Then consider how you work with clients. What is your focus? You need to easily explain how clients will benefit from what you offer. Why will they feel good about it?

Importantly, you must create a 'flavour' for your business.
A way of working that sets you apart from your competitors.

Now you are ready to create a meaningful 'point of difference'.

You will be able to communicate your difference (sometimes called your USP) in a unique and compelling manner across all your marketing materials.

To create an effective marketing action plan, and get regular support to stay focused on results, join my Marketing Mentor Program.